Privire asupra cercetărilor stereotipurilor de gen în publicitatea românească
Rezumat
Aspects Related to the Research of Gender Stereotypes in Romanian Advertising
Abstract: The paper represents an analysis of gender studies regarding mass-media, mainly advertising. The study observes issues related to the way in which gender equality was identified in advertising, both in publications with individual authors and in collective specialised works, or in peer-reviewed scientific articles. We have subsequently observed and presented three essential directions in Romanian studies on gender stereotypes / inequality in advertising. Thus, we discussed the linguistic and semantic direction (terms such as stereotype, male-female distinction, patriarchy), then the typological direction (classifications of stereotypes, their characteristic and frequency) and last but not least the direction of consumer perception in advertising. In conclusion, the paper shows the research trends in the field of gender stereotypes regarding advertising, highlighting the opinion of recognized specialists on the influence such representations have on individuals and in society.
Keywords: Romanian advertising, stereotype, gender studies/stereotypes, mass-media, media patriarchy.
Citation suggestion: Ciocan, Ioana-Tatiana. “Privire asupra cercetărilor stereotipurilor de gen în publicitatea românească.” Transilvania, no. 11-12 (2020): 90-93. https://doi.org/10.51391/trva.2020.12.11.
Bibliografie
Achim, Melinda. “Aspects of Ethics in Advertorial Communication.” Globalization and National Identity. Studies on the Strategies of Intercultural Dialogue, edited by Iulian Boldea, 382-89. Târgu-Mureș: Editura Arhipelag XXI, 2016.
Băluță, Oana. Feminism modern reflexiv [Reflective Modern Feminism]. Bucharest: Tritonic, 2013.
Chelcea, Septimiu. Psihosociologie aplicată. Publicitatea [Applied Psychosociology. Advertising]. Iași: Polirom, 2016.
Coman, Alina. “Percepții asupra stereotipurilor de gen în publicitate” [“Perceptions of Gender Stereotypes in Advertising”]. Sociologie românească,vol. II, nr., Iași: Editura Polirom (2004): 101-116.
Grunberg, Laura, ed. Mass-media despre sexe. Aspecte privind stereotipuri de gen în mass-media din România [Mass-media about Gender. Aspects related to the Gender Stereotypes in the Romanian Media]. Bucharest: Tritonic, 2005.
Marshall, Gordon. Dicționar de sociologie [Dictionary of Sociology]. Bucharest: Editura Univers Enciclopedic, 2003.
Milică, Adriana. “Relevanța culturală a modelelor publicitare – stereotipurile de gen” [“The Cultural Relevance of Advertising Models – Gender Stereotypes”] . Tradiție/inovație – identitate/alteritate: paradigm în evoluția limbii și culturii române. Iași: Editura Universității „Al.I.Cuza”, 2013.
Moraru, Mădălina. Mit și publicitate [Mith and Advertising]. Bucharest: Editura Nemira, 2009.
Săndoi, Andreea. “Contribuția reclamei televizate la configurarea rolurilor sociale” [“The Contribution of Television Advertising to the Configuration of Social Roles”]. Philologica Jassyensia, An X, no. 1, 19 (2014), Supplement: 549-559. http://www.philologica-jassyensia.ro/upload/X_1supl_Sandoi.pdf.
